A young designer, a rising model and a team of London-based creatives have come together for the official London Fashion Day Season 8 campaign shoot, bringing a fresh perspective to the platform’s next chapter.

Every fashion campaign begins long before the final image appears. Behind the camera are people, ideas, conversations and countless creative decisions that gradually turn a concept into something real.

For its eighth season, London Fashion Day (LFD) brought together an international creative team for a campaign that places emerging talent at the centre of the story. Rather than turning to established names, the project chose to give the spotlight to a new generation of fashion creatives.

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At the heart of the shoot was a design by Gabrielle Nitu, a student at the London College of Contemporary Arts (LCCA). Her creation was worn by a young Nigerian model, @thee_aitch_o, who is beginning her journey in London’s fashion industry.

It is a pairing that says a great deal about the purpose of London Fashion Day. A student designer and an emerging model, both given the opportunity to become part of a professionally produced fashion campaign.

For Kostiantyn Lieontiev, Founder of London Fashion Day, supporting new talent has always been central to the project.

“We cannot decide who will become the next important name in fashion. What we can do is make sure that talent has an opportunity to be seen. Sometimes, all a young designer needs is someone willing to open the door.”

The People Behind the Camera

The campaign film was created by Dinara Ostr, whose collaboration with London Fashion Day extends across several seasons. Her work brings the new concept into a visual narrative built around movement, form and transformation.

Photography was led by Mariana Zabramna, capturing the campaign through still imagery and giving the project another dimension beyond film.

Makeup was created by @makeup.byandzelika, completing the visual presentation of the featured look.

The shoot was produced by Andrii Karakushan and Kostiantyn Lieontiev, who lead London Fashion Day under AK Brand Agency.

Bringing these different creative voices together was an essential part of the production. Each person contributed their own experience and perspective, from the designer’s initial vision and the model’s interpretation to the photography, film and final visual details.

The London Fashion Day team also extends its thanks to YourSpace (@this.is.yourspace) for welcoming the team and hosting the Season 8 campaign shoot.

A First Look at PAST. PRESENT. NEXT.

The new campaign introduces PAST. PRESENT. NEXT., the creative concept behind London Fashion Day’s eighth season.

The idea explores the relationship between fashion’s cultural heritage, the world we live in today and the generation that will shape what comes next.

It asks a simple but important question: as technology continues to change the way fashion is created, how do we preserve the craftsmanship, individuality and human stories that give it meaning?

Rather than offering a literal interpretation of the three words, the campaign approaches them through contemporary fashion imagery and the people involved in creating it.

There is something particularly fitting about introducing a concept centred on the future through the work of a young designer and an emerging model. Both are at the beginning of their professional journeys, bringing their own experiences and ambitions into a wider creative conversation.

For London Fashion Day, that is what makes this campaign meaningful. It is not simply about producing a new set of images or a film for the upcoming season. It is about giving creative talent the space to contribute, collaborate and be seen.

The campaign offers the first visual introduction to London Fashion Day Season 8, which will take place on 8 November 2026 at the historic Porchester Hall in Westminster, London.

More from the campaign, including the official film and photography, will be shared through London Fashion Day’s digital platforms.

PAST. PRESENT. NEXT. The story begins with the people creating it.